If you’re good at providing a product or service, the chances are you aren’t as good at selling that product or service.
That’s absolutely normal and makes perfect sense – they are completely different skills.
And, if you spend all your time providing your product or service, you don’t have time to spend learning the completely different skill (that you’re probably not that interested in) of making people want to buy it from you.
There’s a big ugly BUT here…
If you run your own business and haven’t learned how to sell what you do, I’d bet you’re working harder than you ever imagined just trying to stay afloat.
I’ve been there. Not quite living the dream is it.
The ugly BUT has a hot sister called HOWEVER…
Believe it or not, being good at providing your product or service means you already have everything you need to be amazing (and I don’t use that word lightly) at selling what you do.
Well, almost everything.
You just need to know the magic question to ask any potential customer, which will turn your sales fortunes around forever. The question is this:
“What is most important to you about the (product or service) you’re looking for?”
It might feel a bit weird asking someone that question, but get a grip of yourself (they are just words!) because I guarantee you will be blown away with the results. Let me explain:
The best sales people aren’t pushy and don’t use tricks to get the sale.
Instead, the very best sales people (the highest paid professionals in the world) simply take the time to understand what their potential customer values most. This is their most desirable outcome from the purchase or in simple terms: the one thing that will make them reach for their wallets fastest and grab the biggest wad of notes.
Armed with this golden nugget of information, the best salesperson will then use their expertise (about the product or service) to educate the buyer with everything they need to know about their options to get what they want.
So you see, as the provider of the product or service, you are the very best person to provide potential customers with this information. You’re simply talking about what you know and, in the process, you’re demonstrating your knowledge, giving the customer a feeling of certainty (peace of mind) about their decision and gaining their trust.
All without being pushy.
I guarantee when you ask that question, the answer won’t be that they want your “friendly customer service”, your “years of experience” or your “comprehensive range of services” – everything your competitors are offering.
It will be some specific pain they’re feeling, a worry or stress they want to get rid of or a desire that has motivated their quest.
Ask every potential customer that question for one week and see what happens.
Or don’t. I’m easy.
John